Sustainability in Marketing: Navigating the Green Consumer Era

Discover how sustainability in marketing sets businesses apart, providing a unique selling point and fostering differentiation.

  • Release Date: 29 February 2024
  • Update Date: 15 March 2024
  • Author: Speaker Agency
Sustainability In Marketing 690X460

Every business has its own unique way to promote themselves. One key factor most look for is genetic makeup that can set them apart from the rest. Established companies, for example, pride themselves on gaining various awards.

One strategy that has become popular over the years for companies looking to stand out is sustainable marketing. But what is sustainability in marketing

This post will set you up with all you need to know to ensure that your business is at the forefront of sustainable marketing.

What is Sustainable Marketing?

Sustainable marketing is the promotion of socially and environmentally responsible products, values, and practices. One such way of exercising sustainable marketing is through the utilisation of recyclable products or investing in locally sourced goods or services.

Sustainable marketing takes into consideration the needs of the present and future generations. It can also be considered a marketing strategy utilised by companies to counter the criticism of companies misleading customers and creating pollution.

Further, sustainable marketing features similar marketing tactics as eco-marketing or green marketing but on a wider scope. Eco-marketing majorly focuses on the environmental impact of a business's services or products, whereas sustainable marketing focuses on the economic and social impacts in addition to environmental impacts as well.

Marketing Strategies for the Green Consumer Era

What Is Sustainability In Marketing

Sustainability in marketing strategy for businesses can be achieved using the following core values:

Consumer-oriented marketing

When a company markets its services or products from a consumer's point of view, it is said to practise a consumer-oriented marketing strategy. For this to be achieved, your company needs to do in-depth research on their customer's perspectives and then organise a marketing journey that aligns with them.

With this marketing strategy, your business can showcase how you identify with the people who require your goods or services. It places your consumers at the epicentre of your marketing strategy. Adopting it shows your customers how your services or products can significantly benefit them.

Societal marketing

A societal marketing strategy involves your company identifying a problem in society and marketing on how your product or service can offer a solution. Your company makes its decision based on the company's requirements, the consumers' wants, and the long-term interest of the society.

It's essential for your company to be more proactive in this type of marketing strategy in order to show how your services or products can impact society positively. This is because neglect of consumers' and societies' long-term interests can negatively affect both. A sustainable company understands that they are bound to their customers and society at large.

Innovative marketing

Next, we have innovative marketing. This type of sustainable strategy involves the company coming up with new products and services while updating or improving existing ones. If your company takes this route to becoming sustainable, it's essential to ensure that your company markets better ways to develop a society through its products or services.

Some of the ways your company can get started on innovative marketing are through new product packaging, unique product development, market segmentation, convenience in goods delivery and customer satisfaction.

There are professional marketers and sustainable companies that have mastered the art of launching new products into the market successfully. One thing they can all agree on is offering consumers what they want is the perfect way to grow.

Customer-value marketing

In the line of offering customers what they want, our next sustainable marketing strategy is customer value. As the name states, it consists of building maximum value for customers. Companies that embrace this sustainable strategy understand the value of their products or services and always work to improve them in order to offer their customers optimum satisfaction.

This is more essential than allocating all your budget to advertising. In order to flourish in this strategy, you can do research on what your customers consider quality and work on your products or services to achieve this. Once you've understood this, you can now allocate your budget towards advertising your products' quality and attributes.

In addition, customer-value marketing can be improved through building loyalty. One way to build loyalty is through consistent consumer engagement. Consequently, the company gains its value through its customers’ patronage.

Sense-of-mission marketing

When a company has set out a broad social mission they use as a guide, then it practises sense-of-mission sustainable marketing. The social responsibility of a company should always reflect its own mission.

In this type of marketing, the mission of the company represents its culture and responsibility and assists it in ensuring that its responsibilities are positive. In addition, sustainability helps such a company make informed decisions on its marketing content, creativity strategies, image, business model, and relationships with its stakeholders.

Sense-of-mission marketing gives consumers a great long-term interest and the company a clear direction. It helps the company to speak to society instead of its services or products. For example, a packaging company might state its mission as “saving our environment one package at a time”. This marketing strategy shows consumers that the company is not only interested in making profits but also in creating a sustainable environment for society.

Sustainability in Digital Marketing

As more and more businesses venture into the digital space, it’s becoming necessary to ensure sustainability in digital marketing. This marketing strategy involves different ways to ethically promote an eco-conscious business online. In other words, it means promoting a brand's sustainable and eco-friendly practices through its products or services in a way that benefits the company, the ecosystem, and society in the long run.

However, it's essential to note that sustainable digital marketing is not greenwashing. Greenwashing is when a brand sells false impressions through their products stating them as ethical and sustainable than they actually are. For effective sustainable digital marketing, a company is required to address sensitive labour and environmental issues first before promoting them.

Sustainability in digital marketing should involve a strategy around different ways to grow a community and create profit online, ethically and morally. It's a balance that needs to be found for the magic to happen.


In a nutshell, thanks to the help of social media, the world is becoming one community. Therefore, every brand works towards achieving sustainability in their marketing strategies in order to grow with this community. Sustainability in marketing is one major strategy most companies are finding a balance of. Your brand should aim to achieve sustainability in any of the mentioned core values.

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